How to get your business on Google Maps and in local search

When someone types “plumber near me”, “café nearby” or “hairdresser in town” into Google, the first thing they often see is a map with three businesses. That spot is extremely valuable – it is free, and customers call straight from it. In this article we explain, step by step, how to get your business there.

What is a Google Business Profile?

A Google Business Profile (formerly Google My Business) is a free business listing shown in Google Search and Google Maps. It contains your name, address or service area, phone number, opening hours, photos, reviews and a link to your website.

Step 1: create your profile

Go to google.com/business and sign in with the Google account you will use for your business. Enter your business name exactly as you use it every day and on your signage – without extra keywords.

Step 2: choose the right category

Your primary category is one of the most important factors Google uses to decide which searches to show you in. Choose the one that most precisely describes your core business (for example, “Roofing contractor” rather than “Construction company” if you mainly install roofs). Add your other services as additional categories.

Step 3: address or service area

If customers come to you, enter your exact address. If you travel to your customers, you can hide the address and specify a service area – the towns or regions where you work. Do not use a virtual office or PO box address – it breaks Google’s rules and your profile can be suspended.

Step 4: verify your business

Google checks that your business really exists. Depending on your situation, you will be offered a video recording, a phone call or text message, an email or a postcard. Until verification is complete, your profile is not shown on the map.

Step 5: complete your profile in full

• Opening hours – including public holidays. Wrong opening hours are one of the most common reasons for negative reviews.
• Phone and website – so customers can call or learn more with one click.
• Services and description – describe in natural language what you do and where you work.
• Real photos – your storefront, premises, team and finished work. Customers trust real images more than stock photos.

Step 6: reviews – ask for them and reply

Reviews affect both how high you rank and whether a customer chooses you. After finishing a job, ask a happy customer to leave a review – you can copy a special link from your profile and send it by text or email. Reply to every review, including negative ones: calmly, gratefully and with a solution.

Important: never buy reviews or write them yourself. Google removes such reviews and may restrict your business profile.

Step 7: connect your profile to your website

Your Google profile and your website strengthen each other. Make sure your website shows exactly the same name, address and phone number as your profile, with an embedded map and contact details on every page. A technically well-built website also includes structured data (schema.org), which helps Google understand where you are and what you do.

Step 8: consistent details in directories

Check that your name, address and phone number are identical everywhere your business is listed: Facebook, local business directories and industry catalogues. Inconsistent details confuse both customers and search engines. It is also worth creating free profiles on Bing Places and Apple Business Connect.

How does Google decide what to show on the map?

According to Google, local results are mainly determined by three things:

• Relevance – how well your profile matches the search (category, description, services).
• Distance – how far your business is from the searcher or the location in the search.
• Prominence – how well known your business is: reviews, links, mentions online and your website’s rankings.

You cannot change distance, but you can improve relevance and prominence. That is exactly where a complete profile, reviews and a good website help.

Most common mistakes

• Keywords added to the business name, for example “John – cheapest roofs in town”. This breaks the rules.
• Two or more profiles for one business.
• Outdated opening hours, phone number or a closed address.
• No photos or reviews at all.
• No link to a website in the profile – or no website at all.

Frequently asked questions

How much does a Google Business Profile cost?

A Google Business Profile is free. Costs only arise if you choose to pay for Google Ads as well.

How long does it take to appear on Google Maps?

After you create a profile, Google asks for verification. Depending on the method, this can take from a few minutes to several days. Once verified, the profile usually appears on the map within a few days.

Can I appear on Google Maps without a physical office?

Yes. If you serve customers at their location (for example builders, plumbers or couriers), you can hide your address and set a service area – the towns or regions where you work.

Does a Google profile replace a website?

No. Your profile helps people find you, but your website convinces them. You can add a link to your website in your Google profile, and together they give the best results.